Finding the C-suite Executive

CEOs and other high-ranking executives are some of the most active Internet search users at large companies, according to a study released last week by Google.

The survey, done in conjunction with Forbes Insights, gathered responses from 354 executives at US companies with annual sales of more than $1 billion. Of the senior executives interviewed for the survey, 92% said that searching online was a valuable source of business information, and more than half said they preferred to do the searching themselves, rather than delegating the work to others.

So what do they mean for direct marketers? With the right techniques, b-to-b marketers can directly target the elusive C-Suite executive

The Google study showed that 79% of interviewees use the Internet every day. C-level executives are conducting 6 or more searches a day to locate business information and are more likely to use search that frequently than lower-level executives. These executives can also be found engaging online in other ways: more than 41% are on Twitter, 53% blog regularly and 95% watch online videos.

Not only do you need to be on search because clearly that's where the C-suite is, but you might want to look at other Social Business Media avenues and make sure that if you have video on YouTube so that your messages are in front of them in video as well as print.

Mobile work tools like iPhones, and corner office promotions of younger execs that entered the work force with Internet access, are getting much of the credit for increased Web activity in the C-suite. Now it's up to marketers to take advantage of the audience that is being held captive at their screens.

Larson note: Maybe 5 -7 years ago age and the C-level executive would have kept them from accessing the intent like they do now. Get your Search Engine Submissions and Web site optimization in order. Use Twitter as a business tool not as a way to tell everyone what you’re having for lunch. Look at the numbers 789% of these guys are on the net.

Yet, this group also likes f2f and phone conversations unlike lower level executives, so of which rely completely on texting, emailing and other electric media this group know how to interact with people, sales and marketers in a belly to belly face to face way. My advice is to use electronic media as the door opener and traditional sales and marketing techniques to close the deal.

Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
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